Last updated on Aug 4, 2024

How can you use Google Analytics to track influencer marketing traffic and conversions?

Influencer marketing is a powerful way to reach your target audience, but how do you measure its effectiveness? You need to track the traffic and conversions that your influencer campaigns generate, and one of the best tools for that is Google Analytics. In this article, you will learn how to use Google Analytics to track influencer marketing traffic and conversions in four steps.

Key takeaways from this article

Implement UTM parameters:

By adding specific tags to your URLs, you can identify the exact source of traffic and measure conversions with precision. It's a simple yet powerful way to gauge the success of influencer collaborations.
Create custom segments:

In Google Analytics, you can filter data to view only users from your influencer campaigns. This lets you analyze their behavior in isolation and compare their impact on your goals.

This summary is powered by AI and these experts

1 Set up campaign parameters

The first step is to set up campaign parameters for your influencer links. Campaign parameters are tags that you add to the end of your URLs to identify the source, medium, campaign, content, and term of your traffic. For example, if you work with an influencer named John who posts a blog review of your product, you can add the following parameters to your link: ?utm_source=john&utm_medium=blog&utm_campaign=product_review&utm_content=widget. This way, you can see how many people clicked on John's blog post, how many of them converted, and what product they bought.

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Victoria Eigenmann Lacerda

Global Manager | Media Specialist | Social Media | Advertising | Campaign | Influence Marketing | Content | International Marketing | SEO | Data Analytics | E-commerce
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I always use UTM codes to tag our influencer links, detailing the source, medium, and campaign name. This allows us to pinpoint exactly where our traffic is coming from. For instance, tagging influencer posts with specific UTM parameters has enabled us to track performance with precision. My advice: be consistent and detailed with your UTM codes to ensure you can accurately track and analyze your influencer marketing efforts.

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Shivani Gaurav Mehrotra

🚀 AI-Powered Linked-360: Elevate Marketing Agencies with 3X Generation, Engagement, and Closing Power in Just 3 Months! 🎯
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Setting up campaign parameters is crucial for tracking influencer marketing success. It allows you to pinpoint specific traffic sources and measure conversions effectively. For instance, using unique UTM parameters for each influencer can reveal which collaborations yield the highest ROI. This data-driven approach empowers marketers to refine their strategies. Moreover, integrating these insights into your overall marketing strategy enhances your ability to optimize campaigns. It’s about making informed decisions that drive growth. In the ever-evolving landscape of influencer marketing, leveraging analytics is key to unlocking potential. Remember, knowledge is power—let's harness it!

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Patrícia Carneiro

Consultora I Professora I Mentora I Especialista em Carreira
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Como consultora de carreiras o Google Analytics é uma ferramenta poderosa que pode ajudá-lo a rastrear o tráfego e as conversões geradas por suas campanhas de marketing de influência.

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2 Create custom segments

The second step is to create custom segments in Google Analytics to isolate the traffic and conversions from your influencer campaigns. Custom segments are filters that you apply to your data to see only the users who meet certain criteria. For example, you can create a custom segment for users who came from John's blog by selecting the source as john and the medium as blog. You can also create custom segments for users who converted from John's blog by adding a goal or transaction condition. This way, you can compare the performance of your influencer campaigns with other channels and see how they contribute to your overall objectives.

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Patrícia Carneiro

Consultora I Professora I Mentora I Especialista em Carreira
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O Poder do Google Analytics no Marketing de Influência com o monitoramento contínuo e ajustes de estratégias em tempo real para identificar quais os tráfegos geram mais resultados.

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Victoria Eigenmann Lacerda

Global Manager | Media Specialist | Social Media | Advertising | Campaign | Influence Marketing | Content | International Marketing | SEO | Data Analytics | E-commerce
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By setting up segments for different influencers, we can isolate and evaluate their specific contributions to our campaigns. This helps in understanding which influencers drive the most engagement and conversions. My tip: regularly refine your segments to reflect your evolving marketing strategies and get granular insights into each influencer's impact.

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3 Use attribution models

The third step is to use attribution models in Google Analytics to understand how your influencer campaigns influence the customer journey. Attribution models are rules that assign credit to different touchpoints along the path to conversion. For example, the last-click model gives all the credit to the last touchpoint before the conversion, while the first-click model gives all the credit to the first touchpoint. You can also use other models, such as linear, time-decay, or position-based, or create your own custom model. This way, you can see how your influencer campaigns interact with other channels and how they affect the decision-making process of your customers.

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Patrícia Carneiro

Consultora I Professora I Mentora I Especialista em Carreira
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No mundo competitivo do marketing de influência, entender como suas campanhas impactam a jornada do cliente é essencial. Como consultora de carreiras, você pode usar o Google Analytics para rastrear o tráfego e as conversões de suas campanhas de influenciadores de maneira eficaz. Um dos passos mais importantes nesse processo é o uso de modelos de atribuição. Esses modelos são fundamentais para atribuir o crédito correto a diferentes pontos de contato ao longo do caminho para a conversão, oferecendo uma visão mais completa de como suas estratégias de marketing estão funcionando.

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Victoria Eigenmann Lacerda

Global Manager | Media Specialist | Social Media | Advertising | Campaign | Influence Marketing | Content | International Marketing | SEO | Data Analytics | E-commerce
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By comparing models like first-click, last-click, and linear attribution, we gain insights into how influencers contribute at different stages of the customer journey. This approach has revealed influencers who excel at generating awareness versus those who drive conversions. My advice: experiment with different attribution models to get a comprehensive view of how influencers are impacting your sales funnel.

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Shweta Shaw - Social Media Strategist

Digital Marketer focused on empowering brands' online launch & growth | Brand Strategist | Social Media Marketer | Influencer Marketing | Content Creator
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Leverage Google Analytics' Model Comparison Tool to optimize influencer attribution: 1. Compare models: Last Click, First Click, Linear, Time Decay, Position Based 2. Analyze how each model values influencer touchpoints 3. Identify which model best reflects your customer journey 4. Use data-driven attribution for AI-powered insights 5. Create custom models to weigh influencer impact accurately Pro tip: Set up multi-channel funnels to visualize how influencer traffic interacts with other channels. Remember, no single model fits all. Test different attribution approaches to uncover the true ROI of your influencer partnerships and inform future campaign strategies.

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4 Generate custom reports

The fourth step is to generate custom reports in Google Analytics to visualize and share your influencer marketing results. Custom reports are reports that you create by choosing the dimensions and metrics that you want to see. For example, you can create a custom report that shows the traffic, conversions, revenue, and ROI of your influencer campaigns by selecting the campaign, source, medium, goal completions, transactions, revenue, and cost as your dimensions and metrics. You can also add filters, segments, and drill-downs to refine your data. This way, you can present your influencer marketing insights in a clear and compelling way.

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Patrícia Carneiro

Consultora I Professora I Mentora I Especialista em Carreira
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No competitivo cenário do marketing de influência, não basta apenas rastrear tráfego e conversões. É essencial apresentar seus resultados de forma clara e convincente. Como consultora de carreiras, você pode usar relatórios personalizados no Google Analytics para visualizar e compartilhar os resultados de suas campanhas de influenciadores de maneira eficaz.

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Victoria Eigenmann Lacerda

Global Manager | Media Specialist | Social Media | Advertising | Campaign | Influence Marketing | Content | International Marketing | SEO | Data Analytics | E-commerce
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I create tailored reports that focus on metrics like traffic, engagement, and conversions from influencer links. These reports help in presenting clear and actionable data to stakeholders. One practice that has worked well is scheduling these reports to be automatically sent out weekly. My tip: customize your reports to highlight the KPIs most relevant to your campaign goals and review them regularly to stay informed on performance trends.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Patrícia Carneiro

Consultora I Professora I Mentora I Especialista em Carreira
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No competitivo cenário do marketing de influência, não basta apenas rastrear tráfego e conversões. É essencial apresentar seus resultados de forma clara e convincente. Como consultora de carreiras, você Aumentando Conversões com Influenciadores de Nicho Uma empresa de cosméticos decidiu colaborar com influenciadores de nicho em vez de grandes celebridades. Usando o Google Analytics, rastrearam a origem do tráfego e descobriram que os influenciadores de nicho geraram um tráfego mais qualificado e engajado, resultando em uma taxa de conversão 30% maior. Isso ilustra a importância de escolher influenciadores que realmente ressoam com seu público-alvo.

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How can you use Google Analytics to track influencer marketing traffic and conversions?

1

2

3

4

5

1 Set up campaign parameters

2 Create custom segments

3 Use attribution models

4 Generate custom reports

5 Here’s what else to consider

Influencer Marketing

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How can you use Google Analytics to track influencer marketing traffic and conversions?

1

2

3

4

5

1 Set up campaign parameters

2 Create custom segments

3 Use attribution models

4 Generate custom reports

5 Here’s what else to consider

Influencer Marketing

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